Facebook Audience Grows 8.6% In September

Fueled in large part by younger women, Facebook’s US active base grew by 8.6% in September 2009 to 88.3 million, according to an analysis by Inside Facebook that tracks Facebook’s self-reported demographic statistics for the US market.

Though increases for the month came mostly from younger demographics, Facebook is still growing the fastest- percentage-wise among the over-45 set, the analysis found. For example, the 30-day growth rate for women ages 45-54 is 6.9% and for women ages 55-64 it is 8.4% (vs. a growth rate of only 5.8% for women 18-24). This trend toward more mature demographics was noted earlier this year.

Conde Nast Consolidates Brands, Shuts Gourmet, Cookie, And Bridal Magazines

Conde Nast Publications announced this morning that it is shuttering four magazines, following a widely publicized review by McKinsey and Company. Food bible Gourmet will shut down, Brides will increase to monthly publication but Modern Bride and Elegant Bride will close, as will family lifestyle magazine Cookie.

The changes show resolve by Conde Nast to eliminate redundant brands — an opposite strategy than earlier in the decade, when the company was happy to boast food titles Gourmet and Bon Appetit, men’s mags GQ, Details, Cargo, Vitals, and Men’s Vogue, home titles House & Garden, Architectural Digest, Domino and occasionally Vogue Living, and numerous women’s books including Vogue, Glamour, Self, Jane and Allure. In those days, the company’s direction was to block competition and nail down every available ad dollar in a given category.

FTC Plans Effort To Educate Kids About Advertising

David Vladeck, the new director of the Federal Trade Commission’s Bureau of Consumer Protection, put attendees of the BBB’s National Advertising Division Conference on notice on Monday: The commission is reviewing practices and standards on a number of fronts, particularly around advertising to kids.

The commission, said Vladeck, plans substantial efforts this year and next around food marketing to children and adults; Internet selling techniques; endorsements and ; green marketing and privacy matters; and better coordination with sister agencies, especially the Food and Drug Administration.

The actions include a new campaign directed at tweens next year that will comprise advertising, interactive elements and in-school and library programs aimed at teaching kids how to recognize and analyze advertising.